NEW ROLE: Massimiliano Giornetti has a new role. The designer, who in the past most notably served as creative director of Salvatore Ferragamo, has been tapped by Drumohr as its creative director.
Giornetti’s vision for the brand will be revealed at a press event on July 16 in Milan, when the spring 2026 collection will be presented.
Reached for a comment, the company released a statement to WWD underscoring this is the first time in its history it has named a creative director. “We are happy to begin this new chapter with Massimiliano Giornetti, whose refined and contemporary style will guide the development of the men’s and women’s collections, in the name of an authentic and timeless elegance,” read the statement. “His experience and the professionalism demonstrated in years of success, even in product categories still unexplored for us, will be a strategic lever for the evolution of the Drumohr lifestyle.”
Established in 1770 in Drumfries, Scotland, Drumohr is known for its high-end knitwear collections that over time have attracted an elite clientele, ranging from the British royal family to the King of Norway, in addition to celebrities spanning from Audrey Hepburn to James Stewart.
In 2006, the brand was acquired by the Gruppo Ciocca holding company, which operates sock businesses Ciocca and Sozzi, as well as knitwear brands Rossopuro and Heritage. The new owner transferred production from Scotland to Italy, where it also opened stores in key locations such as Milan, Turin, Rome and luxe resort destination Forte dei Marmi, part of its growth strategy that also sees a stronger push on womenswear, hospitality and home decor.
Giornetti will be tasked with propelling the revamp. After starting his career in womenswear with the Rome-based haute couture designer Anton Giulio Grande, Giornetti first joined the Salvatore Ferragamo company in 2000, to head up the design and development of its menswear. In 2009, his tasks expanded to also include the design of women’s collections and the following year he was promoted to oversee the creative development of all categories of the Florence-based luxury house, which he eventually exited in 2016.
In 2017, Giornetti took the design reins at Shanghai Tang as the premium Chinese brand underwent a revamp after Compagnie Financière Richemont sold the company to Italian textiles businessman Alessandro Bastagli and venture capital firm Cassia Investments. He exited the label at the end of 2018.
The following year, Florentine fashion school Polimoda tapped Giornetti as its first head of fashion design, tasking him with defining a creative angle to allow the institution to stand out among international competition, identifying the guidelines for the fashion design course’s final show and boosting the accessories, footwear and knitwear divisions, in addition to selecting new teachers for his department.
A Polimoda alumnus himself, Giornetti was promoted to director of the school in 2021, succeeding Danilo Venturi in the role. He will continue to retain the post at the school while working for Drumohr.